American Indian College Fund – Student W.I.S.H. Wall

SILVER: Category: Interactive: E-mail

Nurturing the Donor Conversation
In a continuing effort to groom American Indian College Fund donors for online interaction before prime fundraising season in the fall, we created an engaging and interactive campaign that asked for nothing but participation. For a landing page, we created the W.I.S.H. (“We Inspire Student Hope”) Wall, a place where supporters could come to leave public notes of encouragement to American Indian students. We sent two email messages one week apart, both incorporating striking Native imagery and each telling the story of a struggling student in need of encouragement. The W.I.S.H. Wall received over 150 thoughtful, supportive comments – over 2% of the overall email list. More than 20% of the donors who opened the email visited the W.I.S.H. Wall, turning thousands of people on the email list into active, involved supporters.